Upgrade free users to paid offerings to increase your conversion rate.
You can highlight features that would make an upgrade compelling or a deal before or after your customers log in.
Because existing users look for the "log in" button and rarely scroll down the page, the top of the fold is the best place to communicate with them. Don't obstruct their experience by hiding useful items such as the login button; instead, change the parts that aren't currently useful to something more relevant, like promote events, educational materials or limited-time or time-sensitive upgrade offers.
Personalizing the website to free users increases conversion rate, engagement and brand awareness.